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Helpful resources from our Toolbox 

 

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In this zip file you will find three workbooks to guide your web audit and planning process. 

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Watch the recording of our web audit webinar to see examples of best in class websites

The Action Plans

Looking for specific suggestions to attack your problem areas here are detailed plans for each question

When was the current version of your website launched?

2018 or later — Your website is up to date. Be sure to monitor new web trends to stay ahead of the curve and make changes as the need arises.

2016 – 2017 — There have been a few important changes in the way customers interact with websites since your last update. You may also be missing some valuable SEO information..

Prior to 2016 — We’ve seen significant changes in web design since you last updated your site. Your content is very likely not optimized to meet current web search standards. Your website is handicapping your business and your reputation. It’s time for an action plan to get your website up to speed and ready to compete online.

Do you have a download offer, newsletter signup or other lead capture form?

Many Forms — As you collect leads be sure you have the appropriate next step set up as well. This might be a single email or a multipart automated response campaign. Segment your contacts based on what they respond to and offer them more content on related topics.

Single Form — You’re collecting leads and hopefully funneling them into your sales process or delivering new marketing messaging to them. Try experimenting with multiple form types, different ways to submit user information, and a wide variety of downloadable resources.

None — Without ways to gather the potential leads who visit your site, you’ve eliminated any way to move those leads to the next level of the sales funnel. Consider implementing an interesting download or two to get your visitors involved.

Does your home page have one clear call to action?

Yes — You have prominent and clear calls to action are leading customers through your sales funnel. The next step is to look closely at interior pages and make sure each page has a purpose and a logical next step.

No — Without a clear call to action, customers have no idea how to interact with your site. By adding prominent buttons and action language, you can guide their behavior and move them through your sales funnel. If you have multiple calls to action, now is a good time to prioritize. Decide what the single most important next step is and make that the focus of the home page

Do you have a blog?

Yes — You’re one step ahead of many websites. Use your blog as a way to feed your marketing efforts, target a range of prospective customers by focusing on niche topics, and improve SEO around relevant keywords.

No — Without a blog, you’re missing valuable opportunities to demonstrate your expertise and share examples of how people use your products and services. Start small with even just one blog post a month featuring a case study, testimonial, frequently asked question or employee profile.

When did you publish your most recent post?

Last 7 Days — Updating your blog with relevant content at least once a week is keeping you visible in search engines. You also have a steady stream of information to share in newsletters and social media to attract and inform prospective customers.

Last 30 Days — This is a good start, but you’re missing SEO opportunities by not refreshing your blog often. Interview an employee or customer and publish their answers once a month to add variety to your blog.

30+ Days — You’re showing your customers you lack the tenacity to stick with a program. This does not instill confidence in your work ethic. Commit to writing two posts this month. Publish one right away, and save the other for three weeks from now. That will give you time to work on your next posts

Do you have social share buttons on your website?

Yes — Having social sharing options on your site means your customers can easily rave about you to their friends and family. Just be sure not to overwhelm your fans with too many updates!

No — Without social sharing buttons or sharing through your branded accounts, you’re losing access to a giant community of potential customers. Facebook alone has almost 2.5 billion users, all of whom are passing your brand by. This does not mean you need to connect to every channel. Pick the one that is most relevant for your brand

Do you have a list of 5 – 7 keywords (and synonyms) you use routinely?

Yes — It’s awesome that you’re aware of how you want people to find your website. Be sure to check your titles and meta-data regularly, especially if you notice search patterns changing.

No — If you aren’t focusing your content around a set of keywords, you’re making it harder for search engines to deliver your web pages to searchers. Your website is likely difficult to find for people who are searching for your products and services.

Is your website mobile responsive?

Yes — With more than 60% of all searches now being conducted on mobile devices you are well positioned to reach that group of potential clients.

No — A mobile responsive website is no longer optional. In of 2015, Google declared they will no longer display non-responsive sites in mobile search results. With a non-responsive site you’re missing out on all of those mobile users.

Do you have an analytics tool installed to monitor web traffic?

Yes — Now that you have analytics installed, carve out time each month to review the information and make adjustments in your web strategy based on the facts.

No — Without some type of analytics, you’re flying blind in regards to how visitors and customers interact with your site. We suggest installing Google Analytics as soon as possible. It’s free!

Who owns your website credentials (domain name and hosting access)?

You Do — Owning your own web domain for your brand is the first step towards controlling the growth of your business.

Web Firm — It’s great to have a trusted partner taking care of your web issues, but you really need to own your website for security and logistical reasons. As a first step, request control of your domain and access to the hosting today. Marketing firms don’t always last forever.

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